StreetSmart
A travel app concept that blends personalization, safety, and exploration—helping users discover authentic experiences with peace of mind.
Mobile Design
Project Overview
A smarter way to travel—personalized recommendations, real-time safety insights, and a seamless journaling experience.
StreetSmart is a mobile app designed to provide tailored travel recommendations, a journaling tool, and safety features for travelers. Using AI, geolocation, and user-generated reviews, StreetSmart helps users discover unique experiences while prioritizing safety.
My Role: UX Researcher & Designer (Design Lead)
Team: 5-person collaborative team (Project Manager, Research Lead, Design Lead, Prototyping Lead, Evaluation Lead)
Timeline: 16 weeks | Academic Capstone Project
Tools: Figma, Photoshop, Illustrator, Google Forms
Executive Summary
StreetSmart is a mobile travel app designed to solve the authentic discovery problem for time-constrained travelers. Through contextual inquiry with 10+ business and leisure travelers, we identified that existing apps like TripAdvisor prioritize popular tourist spots but fail to surface local gems or enable spontaneous, personalized decision-making.
Our solution combines preference-based recommendation grouping, real-time activity surveys, integrated journaling with photo/audio capture, and geo-fenced safety zones—all designed around our primary persona, Jerome, a tech-savvy university student who values spontaneity and authentic experiences.
Key Results:
Achieved 4.48/5 average user satisfaction score (target: 4/5)
11 participants validated through empirical evaluation
Wishlist feature completion time: 50% faster than expected
High-fidelity interactive prototype with 30+ screens
Problem Space
The Challenge: Business travelers typically have 2-3 days in unfamiliar destinations with packed work schedules, leaving only 2-4 hours daily for exploration. Current travel apps present three critical gaps:
Generic Recommendations: Popular tourist spots dominate, hiding authentic local experiences
Spontaneity Friction: Planning requires extensive research; in-the-moment decisions lack support
Memory Documentation Burden: Post-trip photo organization and journaling feel overwhelming
Research Question: How might we help travelers—especially those with limited time—discover personalized, authentic local experiences while reducing planning friction and documentation burden?
Target Users
Primary: Leisure travelers (students, young adults) who value spontaneity and off-the-beaten-path exploration
Secondary: Business travelers needing quick, reliable suggestions during work trips
Tertiary: Family planners seeking trusted recommendations for group travel
Research & Discovery
Research Methodology
Conducted comprehensive user research over 6 weeks:
10+ Contextual Inquiries: Interviewed business and leisure travelers in natural settings
Work Activity Notes (WAN): Documented real-time travel planning behaviors and pain points
Work Artifacts Analysis: Examined calendars, itineraries, physical journals, and photo documentation methods
Affinity Diagramming (WAAD): Synthesized 100+ insights across diverse user groups to identify patterns
Key Insights from Research
Time Scarcity with Exploration Desire
Business travelers have 2-4 hours free time daily but want meaningful, local experiences
"I don't want to waste my limited time on tourist traps"—Interview Participant
Authenticity Over Popularity
Users actively seek hidden gems: street vendors, local performances, neighborhood restaurants
TripAdvisor reviews feel generic and commercialized
Spontaneity vs. Structure Paradox
Users want flexibility for in-the-moment decisions AND structured itineraries for reservations
Calendar integration reduces friction but must not feel constraining
Memory Documentation Friction
Post-trip: Hours spent organizing photos, writing journals from memory
In-trip: Reluctant to pause experiences to document them
"I regret not journaling during trips, but it feels like work in the moment"
Safety as Invisible Priority
Travelers unconsciously assess neighborhood safety but lack data
Geo-fenced danger zones would provide peace of mind without creating fear
Budget Flexibility (Business Travelers)
Employer-covered expenses enable premium experience exploration
Less price-sensitive, more quality and convenience-focused
Supporting Data
8/10 participants mentioned wanting "local" or "authentic" experiences
9/10 struggled with photo/journal organization post-trip
7/10 business travelers noted time constraints as primary frustration
Personas & User Modeling
Persona Development Process
Used goal-based consolidation from WAAD patterns to create three candidate personas representing distinct travel motivations:
Persona #1: Spontaneous university student, tech-savvy, values exploration
Persona #2: Family head, meticulous planner, prioritizes popular sites and credibility
Persona #3: Business consultant, time-constrained, mixes work with leisure
Primary Persona: Jerome Johnson
Demographics: 21-year-old University Student
Travel Type: Leisure Traveler
Travel Frequency: 3-4 trips/year during breaks
Tech Proficiency: High—prefers mobile-first solutions
Goals:
Discover unique, off-the-beaten-path locations not in guidebooks
Capture travel memories efficiently without disrupting experiences
Make spontaneous decisions based on current mood and location
Pain Points:
Overwhelmed by generic tourist recommendations on existing apps
Difficulty finding authentic local spots quickly
Time-consuming post-trip photo and journal organization
Behaviors:
Prefers flexible schedules over rigid hour-by-hour itineraries
Actively seeks recommendations from locals and other travelers
Values visual documentation (photos) and brief daily reflections
Willing to explore unfamiliar neighborhoods if safety is assured
Artifacts:
Travel pillow tracked with mileage after every trip (ritual consistency)
Dorm wall covered in photos from previous travels (visual memory curation)
Design Process & Ideation
Design Studio & Collaborative Sketching
Conducted iterative design sessions with 3+ sketches per feature from each team member:
Process:
Synthesized ideation results to establish high-level product understanding
Referenced envisioned flow models from Phase 2 to identify workflow barriers
Each member sketched individual solutions for key features
Group discussion evaluated pros/cons, selected best elements
Created hybrid designs incorporating strongest ideas from each sketch
Metaphor Development
Established "home away from home" as guiding metaphor:
App as safety net in unfamiliar territory
Trusted companion with local knowledge
Emotional comfort in new environments
Key Design Decisions
Three-Tab Module Navigation:
Places: Discovery, filtering, reviews, 360° venue views
Map: Location visualization, transportation routing, proximity awareness
Journal: Entry creation, photo/audio integration, memory organization
Rationale: Vernacular terminology creates natural mappings—users instantly understand button functions without learning curve.
Work Role Task Analysis
Traveler Tasks:
Complete initial preference survey (4 minutes, ~30 questions)
Filter places by activity type
Write reviews, view 360° location footage
Access map with transportation options and safety information
Create journal entries with photo/audio integration
Business Tasks:
Create business account
Edit profile with photos, 360° footage, descriptions
Respond to user reviews
Integrate reservation software
Client Feedback Integration (Representative User: Alex Howell)
Validated:
Simplistic, user-friendly design approach
Clear vernacular terminology ("Places," "Map," "Journal")
Natural mappings for intuitive navigation
Suggestions Implemented:
Made the journal feature optionally public with privacy settings
Added social sharing capability (addressed in Phase 4)
Balanced social interaction with privacy concerns
Conceptual Design
Designer's Mental Model
Created a system operation framework across three perspectives:
Interaction Perspective:
User navigates via three-tab bar accessible from any screen, enabling spontaneous task-switching. All features available non-sequentially—reflecting real traveler behavior (e.g., journaling mid-exploration).
Ecological Perspective:
App functions across three travel stages:
Before: Planning and destination research
During: Real-time suggestions, navigation, and documentation
After: Memory review through saved journals and photos
Offline Capability: Users can view saved content, upcoming calendar events, and create journal entries without an internet connection. Online features include activity selection, safety information, FAQs, and reviews.
Emotional Perspective:
Initial survey creates personal investment and curiosity. Tailored suggestions make users feel understood. Motivational statements ("Plan complete! Your last task is enjoying the travel!") generate feelings of achievement. Journal feature builds lasting relationships through nostalgic memory reliving.
Breakpoint Analysis
Potential Miscommunication #1: Location Data Privacy
User Concern: Personal location tracking feels invasive
Design Solution: Locational data only visible to StreetSmart (not other users), used solely for distance calculation and safety zone alerts. Clear privacy disclosure during onboarding.
Potential Breakpoint #2: Review vs. Journal Confusion
User Concern: Long reviews blurring into personal journal entries
Design Solution: Reviews: Short, public, location-specific feedback. Journal: Private (or selectively shared), trip-focused personal reflections with multimedia.
Scenarios & Storyboards
Jerome's Paris Trip Storyboard
Created visual narrative following primary persona through complete StreetSmart experience:
Airport (Pre-Arrival): Jerome downloads StreetSmart, completes preference survey while waiting
Landing: App notification prompts trip start, offers FAQ sheets (train system, basic French, city knowledge)
Free Evening: Uses activity suggestions to find date restaurant based on current mood
Post-Dinner: Checks safety map for scenic walk route back to apartment
Midday Relaxation: Creates journal entry at picnic spot—uploads photos, writes reflection
Class Break: Browses tailored activities, adds three to calendar, invites classmates
Spontaneous Outing: In-the-moment survey suggests nearby restaurant for date
Scheduled Tour: Calendar reminder notifies of pre-booked bus tour
Group Activity: Friends ask where he finds activities—recommends StreetSmart
Storyboard Development Rationale
Chose Paris as location (familiar to team, common study-abroad destination). Selected activities reflecting Jerome's interests: authentic dining, exploration, social sharing. Flow demonstrates all major features in realistic sequence.
Wireframes
Development Process
Built initial wireframes in Figma, transitioning from hand-sketched concepts to interactive digital prototypes.
Key Wireframe Features:
Initial Survey Flow:
4-minute onboarding (~30 questions)
Multiple-choice format, mobile-optimized
Dynamic questioning: Questions 11+ adapt based on first 10 responses
Progress indicators and back navigation
In-the-Moment Quick Surveys:
Brief check-ins triggered by notifications or user initiation
"How are you feeling?" / "What are you hungry for?" prompts
Refines recommendations beyond initial profile
Places Tab:
Search bar + scrollable business list
Filter button (left) for activity type, ratings, location
Business cards show: name, hours, rating, location, photo
Tap card → detailed business page with favoriting (star icon)
Settings button (right) accesses account, FAQs, privacy
Settings Page:
Account, FAQs, Map settings, Journal settings
"New Survey" (retake for different destinations)
"Add Store Location" (for business accounts)
Privacy settings toggle
FAQ Feature:
Search bar for specific questions
List of location-specific frequently asked questions
Tap question → thread with user responses
"+" button to post own questions
Save frequently viewed FAQs for offline access
Map Tab:
Search bar with recent search history
Interactive map view (Google Maps integration)
Trending locations list below map
Filter button for location types
Settings button
Places on Map (Detailed View):
Business photo, description, hours, ratings
"Upload Profile" button (for business owners)
Add/edit location functionality
"Done" button saves changes
Journal Tab:
Past journals displayed chronologically
"+" button creates new journal
"New Post" → name entry, date selection, content creation
"History" → view/edit past entries
Journal Entry Types:
Text: Standard text entry with formatting
Photos: Camera roll integration, multi-select, preview before adding
Voice Recording: Name recording, record button, playback, save/discard
Text Box: Separate formatted text blocks within entry
Representative User Feedback (Alex Howell):
Where is the color in your wireframes? → Led to high-fidelity prototype development
Lock Screen Journal Access: Requested quick-access widget—team-created whiteboard mockup
Uniqueness Concern: Emphasized need for differentiation from existing apps
Journal Privacy: Suggested friend-sharing instead of public posting (implemented in Phase 4)
UX Goals & Targets
Goal 1: Minimum Step Number
Rationale: Fewer navigation steps = faster mastery = higher adoption
Target: Maximum 3 taps from the home screen to any core feature
Goal 2: Wider Range of User Groups
Rationale: Simplicity + customization attracts diverse demographics
Target: Customizable colors, button outlines, font sizes
Vision: Useful across age, gender, and ability regardless of demographics
Goal 3: User Satisfaction in All Aspects
Rationale: Creative features + safety + community interaction = retention
Target Metrics:
Intuitive labeling/navigation: 4+/5
Clear instructions: 4+/5
Button-task matching: 4+/5
Design layout efficiency: 4+/5
Overall satisfaction: 4+/5
Design Refinements
Removed: Calendar Feature
Client Feedback: "Many people already use calendar apps like Apple/Google Calendar—they won't use another one."
Design Studio Validation: Multiple students echoed: "I already have a calendar app."
Decision: Removed full calendar feature to avoid redundancy and reduce feature bloat. Maintained simple event tracking through Wishlist.
Added: Wishlist Feature
Purpose: Lightweight alternative to calendar—saves places users want to visit without date scheduling
Design:
Star icon (top-left of business cards) adds to Wishlist
White star = not saved; Yellow star = saved
Separate "Wishlist" page displays all favorited locations
Rationale: Uses familiar star metaphor (natural mapping). Provides memory aid without calendar app redundancy.
User Feedback: Client, TAs, and students all confirmed usefulness—"I can see myself using this."
Added: Journal Sharing Feature
Design Studio Request: Students wanted social media-style journal sharing
Client Refinement: Emphasized privacy—must have granular control
Implementation:
Share button (arrow icon) on each journal entry
Share to: iMessage, Facebook, Instagram, Pinterest, Email
Privacy settings: Public (everyone), Private (friends only), Personal (no sharing)
Toggle in settings for default privacy preference
Rationale: Addresses social engagement desire without forcing public exposure.